Those that have followed my posts for some time will be aware that I have previously written on the negative perception that some viewers and fans have of the Bridgerton production and Netflix as a result of promotional strategies, specifically for season 2 promotion. Netflix and Bridgerton had an opportunity to reverse this negative perception in season 3, but they fumbled and subsequently increased the negative perception. Another opportunity to reverse the negative perception of the production presented itself when season 4 was announced as being Benedict's season. With the leak that the production was looking for an East Asian actress to play Sophie, the production could show that they had taken on board some of the complaints from the fans and that their promotional strategy had changed when dealing with a couple that included a woman of colour, however, with the leak of who has been cast as Sophie the production and Netflix have fumbled yet again, cementing a negative perception relating to their promotional strategies.
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A week ago Variety posted an article, citing sources, that reported Korean-Australian actress Yerin Ha had been cast as Sophie in Bridgerton season 4, but when asked for comment Shondaland and Netflix declined. The article was picked up and reported by a number of outlets, including Deadline. Deadline is the publication that Shondaland often uses to publicise casting announcements, and is rumoured to have a deal with Shondaland for the exclusive on Yerin Ha's casting announcement. Information on Briderton season 4 has been updated in Production Weekly - an industry subscription service that provides updates on productions. The update in Production Weekly credits Yerin Ha as Sophie, further confirming her casting, though Netflix and Shondaland remain silent.
So what is the reasoning for Netflix and Shondaland remaining silent on the casting of Yerin Ha? Without being a part of the marketing team we can't know for sure why Netflix and Shondaland have so far refused to acknowledge the casting of Yerin Ha, however, it doesn't help Netflix and Shondaland with the negative perception they need to overcome. I have been told by a source, that Shondaland and Netflix have had the press release and press pack ready to go for the announcement since before the casting leak. If this source is correct (I don't have reason to believe they aren't), then there is no reason to remain silent on the casting for a week or more. The handling of this announcement by Shondaland, Bridgerton and Netflix doesn't have great optics, especially when you consider how the season 2 and season 3 leads were announced. The casting of Simone Ashley was leaked, and in order to cut it off quickly the official accounts posted an official announcement that was shared by a number of accounts connected to Bridgerton. The handling of the season 3 leads was slightly different as they were known to the viewers, but they announced their season at an event during season 2 promotion - something that has been seen as trying to deflect from the season 2 leads and focus on the season 3 leads.
The failure to acknowledge the casting of Yerin Ha does play into the negative perception many have of the production, but this was compounded when the official account posted some clips from the season 3 promotion midweek. A source said several weeks ago that the marketing plan from Shondaland and Netflix was to extend the promotional period for season 3 as long as possible, something that explains the post from the official account last week - potentially it was to try and deflect from talk of the casting for Sophie. I understand that some will be sceptical of an unknown source, however, their information fits with Jess Brownell also deflecting away from questions about season 4 by saying that they wanted to remain focussed on season 3 for now.
This has, understandably, fed into more of the negative perceptions of the production as Netflix gave the impression they wanted to move on from season 2 very quickly to season 3 and the season 3 leads. That the production and Netflix appear reluctant to move on from season 3 now will not only cement the negative perceptions, but will also have some questioning how committed Netflix and the Bridgerton production are to the idea of their diverse casting, especially as the leads they have spent the most time focused on, and have spent the most time and effort promoting, are both white. That is not saying the ethnicity of the actors is the reason for these decisions as none of us are in the meetings where the strategy is discussed, however, the perception is that it is because of the ethnicity of the actors - specifically the female actors.
Netflix have a choice to make. They can continue to focus on promoting the season 3 leads and effectively continue to ignore the casting of the season 4 female lead, or they can step up and begin to promote the season 4 leads, giving them the promotion they didn't give the season 2 leads (but did give the season 3 leads in abundance). How the next two years or so goes in terms of promotion from both Netflix and the official Bridgerton accounts will send a message to the fans about who they consider important in the show. Bridgerton needs to decide if the message they want to send is that the only leads they think are worth promotion are the white leads, or if they do value the women of colour leads as well. Their promotion of the season 2 female lead, both in her season and for the early season 3 promotion, suggested to some that Bridgerton are perhaps not as interested in promoting women of colour, and perhaps not as committed to the diverse casting as they claim. The poor handling with the casting announcement for the season 4 female lead - also a woman of colour - is reinforcing this message from the season 2 promotion.
Bridgerton, Shondaland and Netflix have an uphill battle to turn around the negative perception many currently hold of their production, season 4 is their chance to do that, but so far it is not off to a good start.
